McDonald said that he expects P&G's FY
2012 marketing spending to be "roughly on par" with FY 2011's (ended June 2011) $9.3 billion.

"Similar to R&D, we are not looking to make dramatic cuts in the [marketing] support of our
brands," McDonald said. "In fact, we want to increase reach, increase frequency and increase the effectiveness of our advertising impressions with consumers...Even delivering a modest level of
efficiency each year can amount to nearly a billion dollars of savings, versus simply letting these costs grow at the same rate as sales."

McDonald confirmed that P&G is seeking to use
technology to shift spending from television in particular to digital and mobile advertising, and to "more effectively and efficiently target consumers, allowing us to build one-on-one personal
relationships with every consumer."

The CEO acknowledged that some marketing positions may be among the roughly 5,700 jobs to be eliminated by P&G by June 2013 through "selective hiring,
attrition and restructuring," but added that those decisions have yet to be made.